SU Living Brand Development
This super-fun project was completed at the end of last year for a January 2nd opening of the boutique store in Tianjin, China. SU Living is part of the Auskin Group and their first venture into retail. Ben and the Team in China asked me to great a brand that reflected the 3 cornerstones of Nature, Design and Living.
SU LIVING IS: SIMPLE AND UNADORNED IN DESIGN AND MATERIALS USED.
SU LIVING IS NOT: OSTENTATIOUS AND ORNATE EXTRAVAGANT AND DECADENT
However SU is also a luxury brand. In developing the brand I had the opportunity to indulge my passion for exploring the relationship between letters and their various forms. The 's' and the 'u' were perfect partners and I even got to push the envelope on the 'living' word. The uppercase L still remains one of my least favourite letters. I have posted a video about the logo development below. In the end we had to settle for something very simple and perhaps not as adventurous as we had started out with - this was for legal reasons surrounding the use of the word SU. The Chinese characters were supplied by the team in China and once we had those forms locked down I was able to push on with the Western Characters.
Fantastic team-work from the New Zealand and Chinese crews.
And the shop is going well.